Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2024-07-16 DOI:10.1108/imr-09-2023-0252

Lala Hu, Diana A. Filipescu, Albena Pergelova

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Abstract

PurposeThe aim of this study is to understand how digital platforms and context-specific characteristics of China – such as swift guanxi – affect opportunities for small and medium enterprises (SMEs) entering this market.Design/methodology/approachThis study adopts a qualitative approach based on a multiple-case study of Italian SMEs in the wine industry that have activated international activities in China. Primary data consist of 32 interviews with SMEs’ managers, local consumers and other stakeholders involved in firm internationalization.FindingsThe findings of this study highlight that in SMEs’ internationalization, the process of knowledge/learning on digital platforms takes place in a bidirectional way thanks to the interactions among multiple stakeholders, which activate consumer education and knowledge sharing.Originality/valueWhile previous research has emphasized firms' knowledge acquisition in the internationalization process, this study incorporates both the consumer perspective and the firm perspective, along with considering interactions with various stakeholders.

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通过数字平台了解中小企业的国际化：知识共享和消费者教育的作用

本研究旨在了解数字平台和中国的具体国情特征（如迅速的关系网）如何影响中小型企业（SMEs）进入中国市场的机会。本研究采用定性方法，对在中国开展国际活动的意大利葡萄酒业中小型企业进行多案例研究。研究结果本研究的结果强调，在中小企业的国际化过程中，数字平台上的知识/学习过程是双向的，这要归功于多个利益相关者之间的互动，这种互动激活了消费者教育和知识共享。原创性/价值以往的研究都强调企业在国际化过程中的知识获取，而本研究同时纳入了消费者视角和企业视角，并考虑了与不同利益相关者之间的互动。

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来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.

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